Principals partners with Eat Up to support in-school meal program

Principals will provide $30,000 worth of branding services to Eat Up Australia, supporting the charity’s work feeding disadvantaged children.

The grant marks the branding agency's 30th year and was open to purpose-led organisations seeking to use branding for social impact.

The support will also be applied across the charity's design, insights, strategy, employer brand or brand voice.

Eat Up Australia was selected from a shortlist of seven applicants after two rounds of judging.

The charity's entry impressed the judges, including Principals Founder Wayde Bull, Strategy Director and Principal Moensie Rossier and Director Hamish Cargill.

Cargill said: “Eat Up Australia’s passion, energy, clarity of offer and ability to demonstrate how the organisation would use brand as a force for positive change made the entry a standout. We’re immensely excited to partner with Eat Up on this valuable work.”

Eat Up delivers more than 1.3 million free lunches each year to 1,100 schools, with 550 more on the waitlist. At some schools, one in four children relies on the service.

The not-for-profit organisation has also secured seed funding to trial an in-school meal program providing daily hot meals at schools with high levels of disadvantage.

Principals has begun working with Eat Up to name the new program and develop a brand identity to support its rollout.

Eat Up Australia Co-CEO Elise Cook said: “This is an incredible opportunity for Eat Up to amplify its mission of feeding disadvantaged kids.

“We understand the power of branding to communicate our impact, and we're excited to collaborate with Principals to translate our cause into a compelling brand identity. Together, we can feed even more hungry children in need.”

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